1UP: Recently, Takao Yuhara indicated that price drops are a part of Sony's plan to expand the market when the timing is right. Is it damaging, this early in the console's lifecycle and just ahead of the system's launch in Europe to already be talking about price drops?
PH: Well, do you know what he said was, cost reduction, not price drop, and there's a big difference between cost reduction and price drop. So, that I believe is where the confusion came from. Obviously, we are investing our money in making PlayStation 3s cheaper to manufacture -- that's part of our business plan.
1UP: You're not going to pass the savings along?
PH: When we can, when there are savings to pass along to the consumer, we would obviously choose to do that. That's the business model.